Director of Analytics, Customer

Position: Director of Analytics, Customer & Growth
# Purpose Brands Purpose Brands, the parent company of Orange theory, Anytime Fitness, Waxing the City, The Bar Method, and Basecamp Fitness, is seeking a Director of Analytics, Customer & Growth to join its team. This is a great position for someone who is looking to expand their career, and join a company with a fun, fast-paced and inspirational culture.
Purpose Brands, the parent company of some of the world's largest fitness franchises including Orange theory, Anytime Fitness, Waxing the City, The Bar Method (& more!) is seeking a Director of Analytics, Customer & Growth to join its team. In this role you will lead the analytics strategy and execution across two critical business domains: customer engagement and customer acquisition. You will set the vision for how data and analytics drive decisions that help our brands acquire more members and keep them engaged longer.
If you are looking to marry your passion for making data-informed decisions with helping people to live longer, healthier lives, here's your opportunity! You will do great on our Analytics team if you are business savvy, think critically, and understand relevant technologies, analytical methods, and statistical concepts. You have extensive experience leading analytics teams, partnering with senior executives, and driving strategic initiatives that span multiple business functions.

You can balance tactical analytics needs with building long-term capabilities, putting today's decisions into the context of how the analytics function must evolve to support the company's goals.
** Director of Analytics, Customer & Growth
**** PURPOSE & IMPACT (Duties & Essential Functions)
** This role has one overarching purpose – providing the analytics insights that help our brands grow their member base through efficient acquisition and effective engagement. You will be the strategic analytics partner for brand and cross-brand marketing leadership, building out our analytical capabilities for acquisition funnel optimization, customer engagement, retention strategies, and lifetime value measurement.
** Customer & Growth Analytics Strategy:*
* • Develop and own the strategic vision for Customer Analytics and Acquisition Analytics, ensuring alignment with brand and company objectives. Define how analytics capabilities will evolve to meet future business needs.
• Partner with senior brand and marketing leadership to translate business strategy into analytics priorities. Influence strategic decisions through data-driven insights and recommendations.
• Design comprehensive measurement frameworks spanning the full customer lifecycle – from prospect touchpoints and acquisition funnels through engagement, retention, and lifetime value.
• Lead the development of advanced analytics capabilities including marketing attribution modeling (MMM/MTA), customer lifetime value modeling, churn prediction, and customer segmentation.
• Identify strategic data assets to be built across the customer and acquisition domains. Develop frameworks for how these data assets answer broad sets of questions or support common analysis patterns. Partner with Engineering to develop the data infrastructure and architecture.
• Champion data-informed decision making across the organization. Promote democratization of data access through appropriate self-serve environments.
• Take on the most challenging analyses with enterprise-wide impact, applying expert-level skills in problem framing, analytical approach selection, and executive-level communication of insights.
• Build the strategy, processes and practices to ensure data and analytics integrity across both domains.
** Performance Expectations:*
* • Provides thought leadership and strategic direction to senior leadership on analytics approaches for customer acquisition and engagement optimization.
• Anticipates future business needs and builds analytics capabilities proactively. Connects insights across customer lifecycle stages to drive holistic business impact.
• Ensures all insights and recommendations from the team hold up under executive scrutiny and use sound analytic reasoning and methodologies.
• Is recognized by brand, marketing and…